Meet your new MOM – the Modern Marketing Operating Model
The Marketing Operating Model (MOM) is quickly becoming an invaluable tool for businesses looking to streamline their marketing efforts, optimize budget spend, and achieve business goals.
To drive revenue growth in the digital age, new data shows that marketing leaders are upgrading data-collection technology, collaborating closely with IT, and focusing on test-and-learn agile marketing operating model.
As the digital age progresses, modern marketing requires a new and improved operating model. MOM provides structure and insight into key activities essential for successful marketing processes. This blog post will explore the benefits of having a MOM in place and provide tips on how businesses can get started with this proven approach.
Are you looking for a way to optimize your marketing efforts and budget spending?
The Marketing Operating Model (MOM) is quickly becoming an invaluable tool for businesses that want to stay ahead of the competition in the digital age. It provides structure and insight into key activities, allowing marketers to make smarter decisions, better allocate resources and gain greater control over their strategies.
With MOM, you can streamline your marketing efforts, optimize budget spending, and achieve business goals faster than ever. You’ll be able to keep up with the latest trends in digital marketing while staying on top of data-collection technology, collaborating closely with IT teams, and focusing on test-and-learn agility.
Read this blog post to learn more about how MOM can help your business succeed!
Poor marketing ROI
In 2022, poor marketing ROI will become even more of a problem for businesses as companies need help to balance their marketing budget with an increasingly complex digital landscape. According to surveys from major consumer and business services firms, the number of companies reporting a negative return on their marketing investments has grown by almost 10%.
At the same time, research shows that the average cost per conversion is rising. On average, businesses are spending 30% more on marketing compared to 2020 levels—yet conversions from paid search campaigns have decreased by 10%. Poor targeting decisions have caused many businesses to waste money on ineffective ads that don’t reach their intended audience.
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On top of this, the proliferation of digital channels has made it increasingly difficult for marketers to track and measure their results in an accurate and timely fashion. The traditional methods of tracking ROI, such as clicks and impressions, are becoming obsolete. In contrast, many marketers still need to discover more sophisticated metrics such as lifetime value (LTV) and customer loyalty.
The good news is that there is hope. By investing in Marketing Operating Model solutions such as data-driven decision-making tools, sophisticated analytics software, and automation technology, businesses can reduce wasteful spending and maximize returns on marketing investments.
Companies with a clear understanding of their target market can use predictive analytics to anticipate customer needs before launching costly campaigns, create personalized content, and utilize new technologies like voice search optimization for better SERP rankings.
In this way, organizations can drive long-term growth through improved customer engagement—ultimately leading to higher ROI from their marketing initiatives.
External trends tell us that digital buyer is unpredictable in their past buying behaviors.
Unpredictable digital buying behaviors
Modern marketing requires a new digital operating model that can help address the challenge of dealing with unpredictable buyers. In today’s marketplace, customers are more likely to make decisions based on the latest trends and technologies. This means marketers must be more agile and flexible when creating strategies to reach their target audience.
One way to address this challenge is using a new marketing ops model. This effective management tool helps define key activities, structures, and processes related to marketing efforts. The MOM gives marketers unprecedented insight into how customers interact with their brand across all channels, allowing them greater control over their campaigns.
The MOM also allows companies to track customer behavior in real-time, enabling them to adjust campaigns quickly based on emerging trends or changes in customer preferences.
With this data, marketers can identify potential opportunities for strategic growth and risks associated with certain activities. It also provides a bird’s eye view of how different marketing efforts are performing against competitors, allowing marketers to better allocate their budget and resources for optimal impact.
In addition, the MOM enables marketers to gain visibility into procurement and operations activities to ensure that costs stay within budget and maximize returns on investment (ROI).
It also allows for better collaboration between departments so that teams can work together towards achieving objectives faster and more efficiently. Finally, the MOM helps companies identify areas where they may need to take advantage of potential revenue sources or opportunities for cost savings.
Overall, having a well-defined MOM is crucial for modern businesses seeking success in today’s fast-paced market environment. Companies should start by understanding the goals of their marketing strategy and defining clear objectives before setting up a robust structure based on those goals.
The CMO must create a digital customer value ecosystem to deliver performance and growth.
Creating a digital customer value ecosystem to deliver performance and growth involves developing an effective marketing ops model to track customer behavior in real time and adjust campaigns accordingly.
The MOM should also provide visibility into procurement and operations activities to ensure resources are allocated efficiently while enabling better collaboration between departments. In addition, it should help companies identify areas of potential revenue sources or opportunities for cost savings.
Companies can start by understanding their marketing strategy goals and objectives before setting up the infrastructure. Finally, they must optimize customer experiences across all channels, so buyers receive maximum value from their purchase decisions.
Burdensome cross-functional complexity found in multi-unit business models.
Companies today are faced with increasing complexity when managing multiple units. This can be especially taxing for marketing departments, which often manage multiple channels and cross-functional teams. The lack of visibility into the interdependencies of different roles and functions within an organization can lead to inefficient use of resources and difficulty in achieving measurable results.
Cross-functional complexity results from the increased specialization and fragmentation of traditional marketing roles. As technologies become more advanced, there is now a need for more specialized skill sets that extend beyond the traditional marketing role.
For example, search engine optimization (SEO) requires expertise in digital analytics, web development, keyword research, content writing, and marketing automation, all separate but related skill sets. With clear visibility into how these tasks fit together and who is responsible for what, this complexity can lead to clarity among teams and prolonged decision-making processes due to misaligned objectives or lack of coordination between parties.
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Additionally, siloed communication channels can further complicate matters as stakeholders may only sometimes be aware of each other’s goals or strategies.
As a result, initiatives are often executed without considering their effects on other parts of the business, leading to delayed progress or conflicting results. To address this challenge, companies must create an environment that encourages collaboration across functions and breaks down departmental silos by embracing cross-functional alignment within the organization.
The Marketing Operating Model provides structure to help make sense of this complex landscape by providing visibility into key activities and dependencies between tasks, such as optimizing budgets, measuring performance against KPIs, and managing resources across different channels.
Streamlining operations will drive better outcomes at lower costs. It offers organized oversight of marketing operations while enabling more efficient collaboration between teams.
It provides accurate data tracking tools that allow marketers to analyze trends across multiple touchpoints and make smarter decisions. By implementing MOMs, organizations can ensure their marketing efforts are aligned with their overall business goals.
Disruptive market and audience dynamics
For the brand to become relevant, you must optimize shifts for brand value. The brand value will come from a personal connection to the individual who has the authority to buy or influence the decision.
In addition, there has to be some functional benefit for that organization which may be attributed either to an opportunity gain, some pain relief, or something that needs to be done.
Who is responsible for the marketing operating model?
The modern marketing ops model is a powerful tool that has the potential to help organizations streamline their marketing efforts, optimize budget spend, and achieve business goals. Responsibility for the MOM should rest with the organization’s Chief Marketing Officer (CMO) or Head of Marketing. This person should have a deep understanding of the company’s overall strategy and objectives and a clear view of how different organizational functions intersect with marketing and each other. The CMO should also be knowledgeable about existing processes and systems within the company that could be leveraged to support MOM implementation.
In addition to establishing ownership at the top level, each team responsible for specific components of MOM must be held accountable for their respective tasks and deliverables. For example, marketing analytics teams must provide accurate insights into customer data so decisions can be made based on facts rather than assumptions; creative teams need to develop campaigns that align with organizational objectives; product teams should ensure their offerings are differentiated from competitors; and sales teams should understand how customers prefer to purchase products or services.
It’s important to note that a successful MOM requires tight collaboration across all departments involved to ensure seamless execution. Each team should have detailed knowledge of what they need to do and when they need to do it to meet key deadlines while still achieving desired results.
Regular check-ins between departments ensure that everyone is on track with their deliverables while also providing an opportunity for feedback and course corrections if needed.
Ultimately, having an integrated system where everyone is accountable for their tasks will lead to greater efficiency and improved performance overall. HubSpot and Microsoft are great for this.
Disruptive market and audience dynamics block traditional pathways to brand value.
We can look across the marketing funnel and add contacts; I’ll call it awareness, consideration, decision, and brand value. We’ve already discussed the market disruption between awareness and consideration. Audience expectations occur. Digital behaviors occur between decision and brand value. Let me give you statistics to support that thesis.
Trends in the awareness stage
- There are 1.6 times more companies globally than in 2000.
- The average lifespan of a company on the S&P 500 Index has decreased by 34% since 1965.
Trends in the consideration stage
- 53% of audiences say it’s less important to choose a well-known brand today than 3 years ago.
- 55% of the audience agrees that big corporations are to blame for many societal problems.
Trends in the decision stage
- 75% of audiences have searched online for information about a previously unfamiliar brand while shopping.
How to build up your MOM
A modern Marketing Operating Model (MOM) is an invaluable tool that helps businesses streamline their marketing efforts, optimize budget spend, and achieve business objectives. By providing structure and insight into key activities, MOMs enable organizations to make smarter decisions, better allocate resources and gain greater control over their strategies.
To get started with creating a successful MOM for your business, there are several key steps you should take:
- Define the scope of the model – What areas does it cover? Who will be involved in each activity within it?
- Identify core activities – Map out all current processes, including customer acquisition techniques, campaigns used, etc., identify duplicate tasks or those no longer necessary, and focus on optimizing time spent on more important activities.
- Set clear goals & KPIs – Establish what success looks like for different projects so that progress can be monitored accordingly
- Develop internal collaboration systems – Ensure departments have seamless communication by setting up shared platforms such as Slack channels where teams can share data quickly & easily without relying heavily on emails
- Analyze data – Leverage big data tools to help inform future decision-making by gathering real-time insights into customer behaviors and trends, which can aid in predicting consumer needs
- Establish reporting systems – Set up regular performance reviews to ensure that everyone is informed of the latest results and processes that can be adjusted if they are less effective than expected.
- Optimize budget spend – Make sure you are making the most out of your financial resources by regularly reviewing the successful campaigns and where money could be better allocated.
By following these steps, businesses can create a powerful MOM that helps them streamline their marketing activities, optimize spending, and reach their desired business objectives. It’s an invaluable tool for companies looking to stay competitive in today’s digital landscape. Furthermore, it provides structure and insights which enable marketers to make smarter decisions and better allocate resources.
Creating a MOM can be time-consuming and involves a lot of trial and error, but when done effectively, it can provide a big return on investment for businesses in the long run. Setting up requires dedication and dedication, but it is worth the effort to gain improved efficiency and maximize success. With this in mind, if you still need to implement a MOM for your business, now is the perfect time to start!
Benefits of Having a Modern marketing operating model.
The modern marketing ops model is an invaluable tool that helps companies streamline their marketing efforts, optimize budget spend, and achieve their business goals. This comprehensive model provides structure and insight into the key activities that marketers need to focus on to make smarter decisions, better allocate resources, and gain greater control over their strategies.
Having a MOM in place offers numerous benefits for businesses of all sizes and industries.
Firstly, it promotes improved collaboration between different departments within the organization by creating clearer structures for tasks such as content creation and delivery, customer segmentation and targeting, data analysis, and performance tracking.
This allows for more effective communication between teams which can result in the execution of more efficient campaigns.
Secondly, having a MOM in place allows organizations to increase visibility across their entire marketing landscape by providing clear insight into how all business elements interact.
This visibility enables marketers to identify areas where they can optimize performance or allocate resources more efficiently. It also gives them real-time analytics to adjust their strategy according to changing conditions or customer preferences as soon as possible.
Thirdly, having a MOM provides valuable insights into budget spending, making it easier for businesses to accurately track ROI from campaigns while ensuring that they get the most bang for their buck. This level of detail gives marketers a better understanding of where money is being spent and how it could be used more effectively elsewhere to maximize profits.
Finally, having a MOM encourages greater accountability amongst marketing teams and provides actionable data points for executives who need to quickly make informed decisions about strategy and resource allocation.
By creating an environment where everyone has access to necessary information when needed, businesses can ensure that every stakeholder understands what’s going on at any given moment, which can lead to improved decision-making capabilities throughout the organization.
For these reasons, it’s easy to see why having a modern marketing operating model is so beneficial for businesses today – even those with limited budgets or resources available for dedicated marketing teams find value in this approach due to its cost-effectiveness and scalability potential over time as campaigns become more sophisticated or require additional attention from staff members or consultants alike.
If you’re interested in learning how your business could benefit from incorporating a modern market operating model into its operations – regardless of size or industry – there are several steps you should take: start by identifying your current needs; research available solutions; create process maps based on those needs; test out processes with different teams; review results; adjust accordingly; document everything along the way; review progress internally regularly; then repeat until desired outcomes are achieved!
With patience, dedication, and consistency, you’ll soon find yourself on your way toward achieving success with your new digital approach!
Matrix Marketing Group works within its ecosystem as a helix organization in the following ways:
- In-house digital marketing agency
- Center of excellence
- Shared services
- Project PODS
With any of these Matrix marketing operating models, we can connect your brand’s strategy to customer experience aligned with business outcomes. Matrix Marketing Group uses a brand health measurement framework to ensure the customer’s brand experience is healthy.
Let’s dive into some examples of new operating models
Case Study 1:
Southside Beverage Company wanted to streamline its marketing efforts and achieve greater ROI from its campaigns.
After conducting an internal audit of their processes, they determined that implementing a modern marketing operating model (MOM) would help them meet these goals.
They began by identifying their current needs and researching available solutions. They then created process maps based on those needs, tested the processes with different teams, and reviewed the results.
Once they had optimized their strategy, they began tracking performance metrics with greater accuracy, allowing them to allocate resources better across campaigns.
Through tracking budget spending and optimizing content creation and delivery, Southside Beverage Company was able to reduce costs while increasing reach and impact – resulting in a 30% increase in ROI overall! Furthermore, working with a modern MOM enabled Southside Beverage Company to identify areas where further optimization could be achieved and make more informed decisions regarding future campaigns.
Case Study 2:
Grace & Co., an e-commerce store specializing in women’s clothing, needed to understand better who their customers were so that they could create targeted campaigns for maximum effect.
By introducing a modern marketing operating model (MOM) into their existing framework, Grace & Co. gained a clearer insight into who their customers were and what drove them to make purchasing decisions.
This allowed them to quickly segment customers based on interests or buying behavior and develop effective campaigns that spoke directly to each group’s needs.
By using MOM, Grace & Co. was able to implement smarter marketing strategies that saw a marked increase in conversions over time – leading to a 70% improvement in overall ROI!
In addition, introducing a MOM enabled Grace & Co. to gain greater control over budget spending while also getting real-time data which enabled them to adjust strategy quickly according to changing customer preferences – giving them a decisive edge over competitors!
Case Study 3:
Flux Technologies is an innovative software development company whose core product is used by some of the world’s largest organizations.
To ensure the success of its products in the market, Flux Technologies needed complete visibility into how all business elements interacted so that it could optimize performance while ensuring customer satisfaction was always its highest priority.
Flux Technologies implemented a modern marketing operating model (MOM) to achieve this goal.
Introducing this new digital approach gave Flux Technologies increased visibility and actionable data points for executives who need to make informed decisions about product positioning – giving the company a much-needed competitive edge!
As well as improved communication between departments due to clearer structures for tasks such as customer segmentation and targeting, data analysis, and performance tracking, Flux Technologies was also able to accurately track ROI from campaigns while ensuring that budget spending was optimized for maximum effect – leading ultimately leading to a 40% increase in profits!
Companies need help to keep up with the ever-changing marketing landscape and maximize their return on investment from campaigns. They’re spending too much time and money trying to figure out what works but not seeing any real results.
Imagine having a comprehensive model that can help companies streamline their marketing efforts, optimize budget spend, and achieve business goals. With this powerful tool in place, businesses will have structure and insight into key activities to make smarter decisions quickly.
Introducing the Marketing Operating Model (MOM)! This digital approach gives companies increased visibility into how all business elements interact while giving executives actionable data points to quickly make informed decisions about product positioning – giving them a competitive edge!
With MOM, you can track ROI from campaigns while ensuring that budget spending is optimized for maximum effect, ultimately leading to increased profits!
Sales Planning Tool
The model helps you examine four business scenarios that can help you improve your business performance.
For example, increase the size of your sales force, increase your sales organization’s close rate, decrease your sales cycle time, or increase your average order size and see what happens.
Determine the impact of each of these investment decisions on your top-line revenue and bottom-line performance.
The Marketing Operating Model (MOM) is a powerful tool for companies to streamline their marketing efforts, optimize budget spend, and achieve business goals. The case studies of Grace & Co. and Flux Technologies demonstrate how MOM can help businesses gain visibility into customer preferences while providing actionable data points that enable executives to make informed decisions quickly.
By introducing this digital approach, organizations can track ROI from campaigns more accurately while ensuring that budget spending is optimized – ultimately leading to increased profits! With the right strategy in place, any company can benefit from implementing the MOM framework to stay ahead of the competition and maximize its return on investment.
What is a Marketing Operating Model (MOM)?
A Marketing Operating Model (MOM) is a comprehensive model that provides structure and insight into key activities needed to optimize marketing performance, better allocate resources, and achieve business goals.
How does Marketing Operating Model help businesses to streamline their marketing efforts?
MOM helps businesses to streamline their marketing efforts by providing structure and insight into key activities, such as customer segmentation and targeting, data analysis, and performance tracking. It also allows marketers to make smarter decisions quickly by allowing them access to actionable data points for executives. Additionally, it can accurately track ROI from campaigns while ensuring that budget spending is optimized for maximum effect. These factors help businesses streamline their marketing efforts to increase profitability while improving customer satisfaction.
What are the benefits of having a Marketing Operating Model in place?
Having a Marketing Operating Model in place provides businesses with several benefits, including increased visibility into customer preferences, actionable data points for executives to make informed decisions quickly, tracking ROI from campaigns more accurately, and optimizing budget spending for maximum effect.
Can businesses use MOM to optimize budget spend and increase profits?
Yes, businesses can use MOM to optimize budget spend and increase profits. With the right strategy in place, organizations can utilize MOM to accurately track ROI from campaigns while ensuring that budget spending is optimized for maximum effect. This allows businesses to make smarter decisions quickly while increasing their return on investment, resulting in increased profitability. By monitoring customer preferences and data analysis, companies can ensure that all resources are used efficiently and effectively.